Leo Burnett scoops £4m Rice Krispies task without a pitch

Cereal giant Kellogg UK has moved the &£4m advertising business for its Rice Krispies brand from JWT to Leo Burnett without a pitch. The company says the move is part of an effort to “re-ignite consumer interest in the cereal market”.

JWT will take on responsibility for a “major new project” although details of the work are not available. It will also work on other product launches. It is understood that the company has a raft of new products planned for the rest of the year and that it is particularly keen to develop into the healthier category and convenience sector.

Kellogg UK marketing director Kevin Brennan says: “With one in five people skipping breakfast we are committed to championing breakfast. It is the most important meal of the day but we need to keep bringing relevant benefits and news to consumers.”

The cereal manufacturer is understood to be planning product extensions across a number of brands including All Bran. It expects to launch All Bran Crunchie Oat Bakes later this year (MW June 8). The product, which consists of baked squares of bran and oats with flavourings, is aimed at people looking for alternatives to plain bran.

The launch is expected to receive support as part of its All-Bran brand advertising. Last year, it spent &£3m promoting the brand with a campaign starring William Shatner.